Video 3 - Misalignment: Value & S&T

Course video 20 of 29

Welcome to A Checklist on Sales & Marketing Alignment Module. This module's learning outcomes are - Deepen the knowledge of sales & marketing alignment and business success, identifying the level of alignment and what are the gaps to be filled, and analyzing what to do to and implementing the actions to align sales and marketing. By the end of the module, you'll be able to do a critical analysis of the major issues between sales and marketing, identify the roots of the problems, and design alternative approaches to implement to mitigate the consequences and strengthen sales and marketing alignment.

Welcome to Course 4 – Sales & Marketing Alignment.
This course focus on what is considered by most academics and practitioners as the biggest challenge that sales professionals have to face.
As we discussed in Course 1 – Effective Sales, strategy, and sales must be integrated to support a high potential for value creation through the sales functions. We also mentioned that strategy and sales integration can be supported by marketing functions.
The discussions then went through sales strategy supported by intelligence analysis (Course 2), sales models and frameworks to support sales planning (Course 3).
By the consequence, at this point of this specialization, you are in a good position to go further in the sales planning and management functions. And this is the moment to tackle one of the biggest challenges that most sales professionals must address with diligence – Sales & Marketing Alignment.
The primary learning outcome of this course is to prepare you to apply concepts to support this alignment, with prescriptions and recommendations that contribute to improving the alignment. The improvement in the knowledge, competencies, and skills regarding sales & marketing alignment will contribute to increasing the potential for value creation from a strategic sales planning approach.